MARKETING MIX FACTORS THAT AFFECT THE DECISION TO PURCHASE BATIK CLOTH FORM KOH SIRAY COMMUNITY ENTERPRISE UNITED IN THE DEVELOPMENT OF THEAI TOURISTS

Abstract

The objective of this research is to study the marketing mix factors that affect the decision to purchase batik cloth from form Koh Siray community enterprise of Thai tourists who purchase batay cloth from the community enterprise at the walking street in the province. Phuket It is quantitative research. A sample of 400 people used descriptive statistics, percentages, means, and standard deviations. The research results found that Service process highest level Service with a smile and willingness to answer questions and solve immediate problems well followed by price highest level The price is appropriate for the product without being too highest level. There are products at various prices. In terms of products, at a highest level, the products are unique to the southern region, especially the uniqueness that shows that they are souvenirs from Phuket province. Marketing promotion highest level. There is a discount or free product when purchasing a large quantity. On the personal side, at a high level, sellers must explain product information and information about the Koh Siray community enterprise to be able to jointly develop it. In terms of distribution channels, at a high level, there are distribution channels where products can be purchased online and the last side Physical characteristics are at a high level because consumers understand that It is a product of a community enterprise and may not have the budget for physical decoration to be as luxurious as a famous souvenir shop.